Brand Identity Management Effects on Employees’ Attitudes and Behaviours

It is widely recognised that employees play a crucial role in services brand management. To date, empirical studies testing the relevance of brand identity management from the employees’ perspective are, however, limited. The purpose of this paper is to explore the influence of brand identity management on employees’ attitudes and behaviours. The model is tested using a sample of 297 employees in the UK financial banking sector. Results indicate that effective brand identity management can increase employees’ identification with their organisations, which in turn positively influences brand citizenship behaviours, job satisfaction and positive word-of-mouth. further, employee satisfaction enhances word-of-mouth.